Event Management 2c6j2m

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Event Management

Event:

Event Management UNIT-1 & 2

Event Management:

Event Characteristics

Unique occurrence that do not happen very often



Have a limited duration



Happen with a live audience in attendance



Require one or more groups to plan and organize



Staged for a purpose

According to the number of participants Few Many Multitude

Event Management is the process of analyzing, planning, marketing, producing and evaluating an event.

Types of Event

Types of Event

An event can be described as a public assembly for the purpose of celebration, education, marketing or reunion. Events can be classified on the basis of their size, type and context.

According to purpose:

Celebrate- Life cycle events, religious rituals, commemorative ceremony, socio-economic events



Commune- reunion



Convene- meetings, conference, conventions

C’s of Event 1.

Conceptualization (the main idea of an event).

2.

Customization (Giving your idea a tailor making and evaluate it according to client's need

3.

Canvassing (giving your customized idea a shape/design 2d & 3d)

4.

Costing (how much is it gonna cost/ budgeting)

5.

Carry out (final execution of event on the ground)





According to frequency Monthly Quarterly Semestral Annual



According to magnitude of impact

Festival Hallmark

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Event as Marketing Tool





Event management is considered one of the strategic marketing and communication tools by companies of all sizes. From product launches to press conferences, companies create promotional events to help them communicate with clients and potential clients. A number of elements such as music, live entertainment or even the particular venue that may be used to influence the tone and atmosphere of an event.

Disadvantages of events



It can be quite costly depending on the advertising medium you use. It asks for more responsibility and more stress. Higher expectation of you in the job like more hrs possibly.

Advantages of events









Very effective way to deliver your messages to your target group (and exclusively to them). Thorough introduction of new products including workshops, demonstrations etc. possible Face to face meetings are more personal and a way to learn about the customers needs Public Relations: opportunity to invite local press and obtain positive PR Increasing sales: a well informed client will be motivated to buy your new products.

Event Manager

The event manager is the person who plans and executes the event. Event managers and their teams are often behind-the-scenes running the event. Event managers may also be involved in more than just the planning and execution of the event, but also brand building, marketing and communication strategy.

Qualities of event manager

Negotiating Skills.



Creative Skills.



Convincing Skills.



Coordinating Skills.



Planning Skills.



Executing and Implementing Skills.

Elements of Events Event Infrastructure, Target Audience, Clients, Event Organizers, Venue, The Media.

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Event Infrastructure



As the name indicates, event infrastructure includes those essential elements without which there cannot be any event. These essential elements are

Target Audience



core

concept, core people, core talent, and core structure.



Clients are the people or organizations who act as sponsors at any event. They provide funds that either fully or partially subsidies an event to make it affordable for the target audience.

Event Organizers



Main sponsors Gift sponsors Media partners Beverages partners etc.

Venue

The actual event design varies with the demographic profile of the target audience as well as the number of targeted audience.

The nature of this infrastructure varies with the event categories and variations in events.

Clients

Target audience is the customer groups who form the focus of events.

In House Venue External Venue

Clients are the people or organizations who are responsible for arranging each and every element of the event. Event organizers can be a either organization or a group of people.

The Media

Way to promotion and marketing. Pre Event During Event Post Event



Venue helps in driven customer traffic. Venue should be feasible according to the event concept.



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Segmentation and Targeting of the Market Events



Identifying the target of an event is of utmost importance for a successful and smooth event. Having clear targets helps in choosing correct strategy, promotion, price and place. In order to select our target we firstly need to segment our market. Segmentation is one of the least understood marketing techniques.

Segmentation and Targeting of the Market Events





A market could be segmented on the basis of Geographic – nations, states, regions, cities Demographic – age (glare, taste, touch), gender, family size, family life cycle, income, occupation, religion, race, nationality Psychographic – social class, lifestyle, socio-economic, values - AIO or personality characteristics Behavioral – occasions (Valentine’s Day), types of benefits sought, status (new, regular, ex/non), usage rate, loyalty status, attitude & readiness stage

Segmentation and Targeting of the Market Events

Next step is to choose one (or more) segment and to position in it. Segments must be

Event Management



UNIT- 3&4

Measurable, Reachable, Profitable, Accessible.

Positioning in events



Event Property

To establish and communicate the event, organizer’s product’s (event) key benefits to the market is known as positioning. After the segmentation and targeting of the event market, each target segment then needs to be studied for possible positioning ideas. These are then selected, developed and communicated.

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Event Property

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